Making better choices is the key to real wellness, says former fitness entrepreneur Beatrice “Bebe” Ding. When she needs a rest day, she takes it, rather than compensating with a punishing workout after a big meal. “When you develop discipline in the gym, it bleeds into every area of your life,” she explains.
“That discipline also gives me permission to be relaxed — I can open a bag of potato chips, eat a handful, and put it back in the cupboard without guilt.”
Ding, who co-founded Cru, a homegrown fitness studio chain that closed in November 2024, shifted focus to Vice Snacks, an ice cream brand embodying her philosophy of balanced wellness.
The idea took shape in 2022, when she began experimenting with recipes at home. Ice cream had become a nightly ritual for her and her husband — about three pints a week, eaten on the couch. “We both love to work out and eat well, but the amount of sugar in seemingly ‘healthier’ brands was just as much as in commercial brands,” she shares.
Vice Snacks grew out of Ding’s mission to make healthier ice cream. It contains up to 80 percent less sugar than commercial brands, drawing its natural sweetness from monk fruit and allulose. Each scoop has between 4g and 8g of sugar, compared to the 20g to 35g found in mainstream offerings.
It took Ding three years to perfect the recipe. She enrolled at the Ice Cream University in Illinois, studied ingredient sourcing, and even visited monk fruit plantations in southern China, all in pursuit of a smooth, indulgent finish using only high-quality ingredients.
Launched on social media last August, the ice cream, called Vice Cream, quickly gained traction. As orders poured in, brands including Cartier and The Hour Glass reached out for activations. Ding beams as she recalls wrapping a chest freezer in decals and hauling it from venue to venue. “I built a live scooping cart and did some incredible pop-ups,” she says.
Vice Snacks’ website launches in March. For now, Ding takes orders via Instagram and WhatsApp. Vice Cream is currently available in seven flavours, with sorbets and other non-dairy options in the pipeline. Among her personal favourites are Mint Choc Chunk, Wild French Strawberry, and Miso Nutty.
“Miso Nutty, she says, “features umami miso caramel drizzled throughout the ice cream along with toasted macadamia nuts.” Crunch lovers, this one’s for you!
